Consumers' Purchasing Behaviour Patterns Regarding Organic Wine in a Southern E.U. Country

This paper aims to explore the consumers buying behaviour towards organic wine in Southern Europe and more precisely in Greece. The study attempts to compare its results with other studies concerning Northern European Consumers’ attitudes shedding light in potential differences. Field interviews conducted in a randomly selected sample consisted of 510 consumers in November and December of 2013, were analyzed by employing multivariate statistical analysis. Principal components analysis (PCA) was conducted to identify the factors affecting people in preferring consuming organic wine. Cluster techniques employed to classify consumers with similar buying behaviour and identified three groups of consumers: the “conscious” consumers, the “curious” consumers, and the “opportunists”. Discriminant analysis was performed to assess how the identified factors derived from PCA could predict cluster membership. Non parametric statistical tests were performed to profile the identified group of consumers regarding their demographic characteristics.